Products not everything as customer experience tops regional agenda

"Today, being first to market, having the lowest price, or being the best does not necessarily help, businesses need to be agile and give customers what they want 24/7."

Customer experience will become the number one customer-related priority for organisations in Asia Pacific (excluding Japan) during 2015, according to findings from analyst firm IDC.

However, the CMO and CIO will need to partner and align their goals to guarantee success.

"Today, being first to market, having the lowest price, or being the best does not necessarily help, businesses need to be agile and give customers what they want 24/7," says Daniel-Zoe Jimenez, Senior Program Manager, Big Data, Analytics, Enterprise Applications & Social Lead IDC Asia/Pacific.

"Customers may buy your products or services, but what keeps them coming back is the experience."

Consequently, Jimenez advises marketers to become savvier about the business, data, and customers to address the "empowered buyer" needs, with CMOs expected to lead the enterprise transformation around customer experience.

In fact, IDC Asia/Pacific CMO Barometer shows that 31% of CMO roles are expanding to include customer experience and support.

"The CMO role is evolving to incorporate new responsibilities," Jimenez adds. "In other regions, we have seen organizations completely replacing this role with a Customer Experience Head."

There is no denying there has been a lot of hype around customer experience and many organisations still struggle with the concept, since there are many moving pieces and intangibles.

However, customer experience is far from being just today's buzzword; it is a top priority for CMOs in 2015.

"If you are not already thinking about this then you are not listening to your customers," Jimenez adds.

"The idea of delivering greater experiences is not new; but what is different now is that organisations are increasingly focused on ensuring these initiatives are tracked and are using metrics that are closely aligned to the business."

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